Case Study: 14 Personal-Bankruptcy Engagements in Novosibirsk at ₽21,636 per Engagement in Month 4 via SEO, Maps, and Organic Growth

For most law firms, marketing ends at the number of leads.

But the problem is that leads don't pay the bills.

Contracts do.

That's why when working with a law firm from Novosibirsk, we weren't looking at card view counts or pretty traffic reports.

We were looking at the metrics that actually affect revenue:

• number of appointments;
• cost per appointment;
• number of contracts;
• cost per engagement;
• funnel conversion rates.

These are the numbers that tell you whether marketing is working or just generating pretty statistics.

About the Client

The client operates in the personal bankruptcy niche.

This is a high-competition market with expensive leads and a large volume of non-target traffic.

Especially in recent years, as many vendors continue to use outdated promotion methods:

• behavioral factor manipulation;
• bot traffic;
• artificial leads;
• aggressive advertising claims.

On paper, these tools often produce impressive numbers.

In practice, they overload the call center, erode conversion rates, and create additional business problems.

The Situation Before We Started

The company already had:

• strong reviews;
• local market recognition;
• map presence;
• a flow of incoming inquiries.

But during a detailed audit, we identified several systemic problems.

Across different platforms, the following were inconsistent — or sometimes non-functional:

• phone numbers;
• business hours;
• service descriptions.

To search engines, this looked as if they were dealing with several different companies.

Additionally:

• some listings contained risky wording;
• services were described vaguely;
• Google Business Profile was only partially filled in;
• there were issues with reviews;
• the website was receiving a large number of spam inquiries.

But the real problem was something else.

The company was getting leads.

But too large a share of them never converted into actual appointments and contracts.

The Objective

Our task wasn't simply to grow reach or traffic.

We needed to improve the quality of the entire sales funnel.

So that the company would get:

• higher show rates;
• more appointments;
• more contracts;
• less spam;
• a lower cost per engagement.

In other words, marketing needed to help the business make more money — not collect more card views, site visits, or search rankings.

What We Did

1. Unified All Platforms to a Single Standard

We synchronized:

• Yandex Business;
• Google Business Profile;
• 2GIS;
• the company website.

We eliminated discrepancies in contact information, services, and descriptions.

2. Rewrote Service Descriptions

We removed toxic and legally risky language.

We rewrote all services in language that's clear to:

• the client;
• search engines;
• AI-powered search.

3. Strengthened Google Business Profile and Yandex Business

We:

• filled in missing services;
• strengthened semantic relevance;
• restructured the profile architecture;
• increased listing relevance.

4. Built a New SEO/AEO Website

The old single-page landing was already limiting future growth.

So we developed a new multi-page site framework optimized for:

• SEO;
• AEO;
• AI-powered search;
• local promotion.

The site received a structure that allows for gradual expansion of reach across new queries and continued organic traffic growth.

5. Focused on Traffic Quality

For us, it wasn't just about getting more inquiries.

We tracked:

• show rate to appointments;
• appointments scheduled;
• number of contracts;
• cost per engagement;
• lead quality.

Results

In month 3, the company received:

What Happened to Funnel Quality

The most interesting results didn't happen at the traffic level.

They happened at the revenue level.

Comparing February to March:

The conversion from attended appointment to signed engagement reached 65%.

For the personal bankruptcy market, that's an extremely strong result.

Project Economics

In month 4:

We consider cost per engagement to be the primary KPI of this project.

Because contracts bring the company money.

Not card views.

Not clicks.

Not impressions.

Not traffic.

Additional Results

Over the course of the engagement, the following grew:

• Google Business Profile views up 37.6%;
• driving directions requests on Google up 108%;
• Yandex Business profile visits up 42.3%;
• website visits from Yandex up 30.6%;
• contact actions on 2GIS up 54.3%;
• driving directions on 2GIS up 97.4%;
• organic website traffic up from 5,734 to 9,175 sessions.

But we treat these metrics as intermediate.

Because the business's ultimate goal isn't traffic.

It's contracts.

Takeaway

Over the first months of work, we didn't just strengthen the company's map presence.

We built a system that made it possible to:

• increase the number of appointments;
• improve lead quality;
• reduce the impact of spam traffic;
• strengthen brand trust;
• achieve 14 contracts in month 4;
• reach a cost per engagement of ₽21,636.

For a legal business, this is the real measure of marketing effectiveness.

Because good marketing isn't measured in lead counts.

It's measured in the cost per client and the number of signed contracts.

Bottom line: SEO, maps, and organic growth aren't things you can defer to "later." In this case study, the client achieved 14 contracts at ₽21,636 per engagement by month 4, while organic traffic grew from 5,734 to 9,175 sessions. Check your local presence: if your listings, website, and search results are working in silos, you're losing appointments and contracts right now.

If every new client requires more and more ad spend, reach out to IGM. We'll help turn your website, maps presence, and organic footprint into an asset that consistently attracts clients and grows your business.